Gap needs greater shopper traffic in its stores and has enlisted Mickey and Minnie to the cause.
WWD has learned that Disney and Gap are getting together for the holiday season. GapKids and babyGap beginning in October will sell Disney character products online and in company-owned stores in the U.S., Canada, the U.K., Japan and China.
According to a Gap spokesperson, the Disney products will begin to be sold holiday 2016 and continue through holiday 2018, though the partnership could be extended further in the future.
Each Gap store will participate in the partnership “at some level,” the spokesperson said.
Among the styles that will be offered: Minnie Mouse pullover sweaters and jeans, both priced at $44.95; Mickey Mouse knit hats for newborns, priced at $16.95; Mickey onesies for $44.95, and boys long-sleeve T-shirts for $29.95. The range includes $5 socks; $39.95 dresses, and $59.95 jackets.
The Gap spokesperson said the deal represented “the first direct partnership” between Disney and Gap on merchandise.
Gap does have some history with Disney. Paul Pressler, president and chief executive officer of Gap Inc. from September 2002 to January 2007, earlier in his career was a top Disney executive, including holding the title of chairman of the parks and resorts division and earlier, president of The Disney Store.
Though Gap Inc. has been in protracted turnaround mode, last June it did see better performances across the portfolio, partly driven by an improvement in traffic trends, particularly at the Old Navy division, Sabrina Simmons, Gap Inc. chief financial officer, said recently.